Chapter 820 Go to the Advertising Age

If Meng Qian really engages in a head-on competition with Google, although the gimmick is enough, he is also helping Google to advertise. Even if Dafeng Group makes a robot and wins the game with AlphaGo, so what, after all, Dafeng Group has always been The world's leading artificial intelligence.

It doesn’t make you look bad if you win, but you’ll be embarrassed if you lose. And even if you win, everyone will still think that Google has done something awesome because Dafeng Group has accepted the move.

Therefore, Meng Qian will not advertise for Google, and directly suppressing Google is what Meng Qian should do.

Sure enough, Google started to keep a low profile, and the matter seemed to be silent until a month later.

In April, the first batch of new phones of the Vientiane camp were gradually launched, and Vientiane mobile phone manufacturers jointly released a message: the Vientiane system launched the function of blocking advertisements.

The function of blocking advertisements on smartphones was launched by Hongmeng in 2014, and Apple followed suit in 2015. Now, the Vientiane camp has finally released this function.

There is a reason why the system side did not block mobile phone advertisements in the early days. After all, many applications, especially large applications, rely on advertisements to make money. When they come up, the advertisements are blocked, and the application providers will not play with you.

Around 2016, mobile phone ad blocking began to be promoted on a large scale, mainly because users' tolerance for advertising has reached its limit in recent years.

Data show that the number of users actively blocking ads on mobile devices has increased by 187% from 2015 to 2016, and the data is constantly exploding.

Among the users who like to block ads, those born in the 80s and 90s accounted for 70%.

That is to say, the group of people with the most Internet consumption ability.

The era of relying on advertising for profit has not yet passed, but users' aversion to advertising has developed to a stage where all app vendors have begun to adjust their strategies. At this time, everyone will not be entangled in system vendors to come up with such a function.

What everyone pays more attention to is how to transform themselves.

For example, the current video sites are thinking about how to improve the membership system. For Dafeng Entertainment, Gu Junhui is also holding a meeting to confirm the final overseas membership plan of Qingfeng.com.

"Let's take Netflix Hulu HBO, which has relatively large traffic, as an example. Netflix Hulu HBO membership is 14 yuan a month, and only members can watch it, and non-members can't watch anything.

However, Netflix, Hulu, and HBO have launched a 5-meter-yuan advertising membership, which means you can watch videos, but if you want to watch advertisements, it is the same treatment as our domestic free users.

At the same time, Netflix, Hulu, and HBO have launched premium memberships. If users want to watch higher video quality, such as ultra-high definition, they can buy a premium membership for an additional sum of money.

So if we use our domestic pricing plan to do it overseas, the advantages are quite obvious, but our disadvantages are also quite obvious. "

"What disadvantage?"

"Whether it's Netflix, Hulu, Amazon Prime Video or HBO has its own self-produced series, it can provide self-made content in addition to the content that everyone can buy.

To be honest, the key to Qingfeng.com's ability to compete abroad is that we have the global IP of Shanggu, and the film and television works of the Shanggu series have a certain overseas user base. If other domestic websites go out to compete with them in terms of content, it will be difficult Difficult to fight.

But even so, we still don't have enough homemade content. "

"So your idea is to hope that the company will increase investment in content in the past few years?"

"Well, at least the signboard of Dafeng Films has been established. Based on this recruitment, we can speed up content production a little bit. In addition, our idea is to start with a few countries with relatively weak content output, and to compete with their local companies. Cooperation with film and television giants.

To be honest, it is too difficult for video sites to compete in countries like the United States, but they won’t let us in anyway. We will first occupy those overseas countries where it is easy, and increase the overseas market share of Qingfeng.com first. "

Gu Junhui finally agreed with everyone's opinion that Qingfeng.com will further accelerate its overseas development. When Gu Junhui and others were talking about Qingfeng.com, a domestic company held a press conference that attracted many people's attention.

That is Ying Haiwei, and this press conference is also related to transformation.

Yu Gan stood on the stage of the press conference in high spirits, "I am very happy to tell you one thing, our global share of Yidian Search has exceeded 40%."

There was a lot of applause at the scene, and Yu Qian opened the PPT, "As more and more users search for one point, we have been paying attention to the feedback you give us. Obviously, users have been asking a question in the past two years, can the advertisement be blocked? .

It should be clear to everyone that search engines are free, but behind a search engine is huge funds and team support. For more than ten years, the main profit model of all search engines is advertising, because search engines With natural attributes, it is difficult for everyone to find new profit points.

And in all fairness, at the very beginning, advertising really solved the key problem in the non-Internet era that companies cannot find users and users cannot find companies.

It's just that with the development of the Internet, targeted Internet platforms have emerged in every industry. Through vertical applications, the problems that companies cannot find users and users cannot find companies have basically been solved.

For example, if you want to eat in the past, the process is to log in to the search engine to search for food → word of mouth appears → click on word of mouth to find food, but now the process for people to find food is to open the Koubei app → look for food, skipping the search for food.

So we also realized that it was time for us to make reforms. "

Yu Qian turned sideways, and four words appeared on the PPT: Serving the Era.

"In the era of mobile Internet, the more vertical the more valuable, the application is no longer an aggregation of information, but a service, so we have to do two things, first, serve the service application.

Second, a little search began to move towards service, embrace service.

Let’s talk about services and service applications first. This may sound like a mouthful, but it’s actually very simple to understand. Whether we search on Koubei or Taobao, we need a search engine.

Now most of the application search engines are still in the simplest search stage. What we will do next is to help you develop customized in-app search engines to achieve higher intelligence and personalization. We will start to build a Search engine customizer.

Let's talk about the transition to service.

For the past ten years, we have been adhering to a very stupid thing in the eyes of the public, knowledge payment.

Everyone says that paying for knowledge in China is a dead end, but we have blazed a trail on this dead end.

Everyone look at the big screen. Up to now, we have established the world's largest e-book city. Through authorization, cooperation and other modes, we have obtained a large number of rare electronic copyrights of books, covering philosophy, history, art and many other aspects. It also includes our various academic materials.

It is precisely because of our persistence in this matter that we have made this matter to the extreme. In the era when most e-book stores were free, our e-book store adopted a membership system and still gained more than 20 million paying users.

Then there is our paid question-and-answer platform, a strictly audited question-and-answer platform, which guarantees the quality of our users, and the quality of users guarantees our answering level. We are currently the only one in China and even in the world that has achieved a scale of hundreds of millions of paid questions and answers. platform.

Of course, our education platform is also indispensable here. Now more and more online education platforms are appearing, many of which are free online education, but there are still few systematic and large-scale online education platforms. We have created the current national One of the best online education platforms in the world, through paid online education, to achieve systematic knowledge.

In the past, like all search engines around the world, advertising was our core income, and next, we will gradually make paid services our future profit point. Search engines are a huge traffic entrance, but because of the residence time of this traffic There is only search time, so the only way you can think of monetizing traffic is advertising.

But now we are trying to digest it internally. Our traffic goes directly to our paid platform. Next, we will gradually reduce our reliance on advertising, and for our content paying users, we will open up internal paid value-added services, create Yidiantong accounts, and provide Free personal data management, and members of our bookstore, for example, can enjoy search services without advertisements. "

Yu Gan didn’t go into details about Yidiantong account, but this thing is very important. To put it bluntly, it is to use the powerful drainage ability of search engines to direct traffic to its own payment platform, but because most users are using search engines Sometimes it's just a simple search, and it doesn't pay attention to other functions, so I use the personal management function of the cloud platform to create Yidiantong and circle users through Yidiantong.

Ying Haiwei's press conference was a shock to the entire search engine industry, because just like what Yu Gan said, everyone still uses advertising revenue as their core income now, and other companies are not like them. They started preparing for knowledge payment ten years ago. .

As for the impact of this shock, it may have exceeded many people's expectations.